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Tourism marketing takes new direction in Gettysburg, Pa.

3/12/2014

Destination Gettysburg to focus more attention on experiences beyond the Civil War

Coming off the heels of what will go down in history as one of Gettysburg, Pa.’s largest events, the organization that markets the destination to visitors is embarking on a new adventure – one that further showcases experiences beyond the town’s Civil War heritage.

Destination Gettysburg, formerly the Gettysburg Convention & Visitors Bureau, announced to its membership on March 11 a new approach to marketing one of the Mid-Atlantic’s most popular travel destinations. The presentation, delivered at the organization’s Annual Dinner, unveiled a strategic plan, new tagline and logo.

“The history and heritage of Gettysburg will always be the destination’s legacy,” said Norris Flowers, President of Destination Gettysburg. “We aren’t ignoring that as a key attraction for visitors to travel here, but we are placing a greater emphasis on experiences that take these visitors into unchartered areas of the town and the county.”

These new experiences, said Flowers, will inevitably extend the visitors stay by offering a wider array of opportunities for families, couples and individuals. This, he added, will provide a greater impact on the local economy through the county’s top industry – tourism.

“What our research concluded was that visitors often find out about these other experiences during their trip, much too late to extend the length of their vacation,” said Flowers. “Our marketing will shift in order to better highlight these other experiences to allow visitors to incorporate them during the planning stages of their trip.”

These experiences include the county’s wineries, orchards, health and relaxation, antiquing, outdoor recreation, great restaurants and family-friendly attractions.

In order to grow Adams County’s tourism base, a new strategy, based on the research conducted, was developed. The strategy will focus on a younger demographic of 25-45 year olds with a focus on families.

Destination Gettysburg will reach these families using a monthly thematic roadmap. An integrated plan will deliver these themes through itinerary-based ideas through digital, print and broadcast advertising, owned media – such as the organization’s website and annual visitor guide - and social media channels.

This concept will also be used to market to groups, meetings, and international visitors. A five-year plan will serve as the roadmap which will be evaluated annually for accomplishments and necessary changes.

“If you’ve been to Gettysburg before, then you know that there are a variety of things to do in our region,” said Stacey Fox, Vice President of Sales and Marketing for Destination Gettysburg. “This shift in marketing will highlight these experiences in an effort to appeal to a broader visitor base.”

In addition, Destination Gettysburg will incorporate a new tagline – “… and you thought we were just history,” as a way to emphasize its strategy to focus on those experiences beyond the Civil War.

The new logo incorporates Destination Gettysburg’s new name with vibrant colors and seasonal aspects to showcase our natural beauty, our agriculture industry, and to highlight Gettysburg and Adams County as a year-round destination, said Fox.

“Our goal with our new strategy and marketing is to target a younger audience to off-set the aging of our current market,” Fox added. “We will continue to interact with our current visitors as we shift our focus to our new core audience. We are also looking to extend the length of stay and grow our overall visitation.”

Destination Gettysburg (formerly, the Gettysburg Convention & Visitors Bureau), the official destination marketing organization, markets Gettysburg – Adams County as a premier travel destination, producing a positive economic impact.

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